Business owners are not always sure how to measure the impact of their online marketing campaign. Accurate campaign statistics point out the strengths and weaknesses of online marketing efforts.
By following five steps, you can more accurately measure the success or failure of an online campaign.
1 – Track Each Campaign Separately
It is much easier to measure the statistics of one online campaign versus the complexity of tracking several campaigns together. Every platform is different. Blogging, direct email marketing and social media outlets all require different categories of metrics.
In order to measure online marketing campaigns separately, you must know what it is you wish to achieve for your business on each marketing platform. Set goals for each online campaign and track those goals separately.
2 – Set Clear Metrics
Thoughtfully selected goals for an online campaign should provide obvious, concise metrics for measurement.
For example, if your social media marketing campaign is meant to bring in more new customers, set metrics that measure the percentage of sales coming from new customers. Broad metrics, or incorrect metrics, can lead to obtuse or useless campaign measurements.
3 – Have a Finish Line
More than a goal, like boosting sales or the reputation of your business, a goal-oriented finish line for your online campaign is important for structuring metric measurements. If you want to increase sales by 5%, a deadline of three months can help measure the effectiveness of a campaign. When a goal isn’t met by a set finish date, you know there is a problem with the marketing effort that has to be addressed.
4 – Frequent Performance Checks
Set a schedule for daily, weekly and monthly performance checks of your online marketing campaign. While the campaign moves toward reaching its goal, these frequent smaller measurements can bring attention to weak spots in need of changes. This important step will stop an online campaign from becoming derailed while measurements are being calculated.
5 – Final Measurement Analysis
Once the online campaign for your business is complete and the metric measurements compiled, use those measurements in a final campaign analysis. Carefully consider the metrics that were measured and how each contributed to reaching, or not reaching, the final goal. A continuous campaign, like a social media presence for your company, should have a measurement analysis on a regular timeframe, such as once every four to six months.
The five steps to accurately measuring an online campaign all encourage attentive management of goals and statistics. Follow the steps outlined above to help ensure the success of your business’s online marketing campaigns.
About the author: Shareef provides website marketing solutions to businesses in and around Houston. If you would like a free internet marketing eBook, visit his website today.
Credits: Photo courtesy of Will Thomas.